Bolden Co-Founder, Ndidi Obidoa, shares her journey into skincare and how Bolden is changing the industry, “emboldening” women of color to love themselves, always.
Growing up in Nigeria, Ndidi Obidoa recalls her childhood fondly.
It was “joyous,” she reminisces, smiling.
During Ndidi’s early years while attending boarding school, she met a girl named Chinelo Chidozie. Little did she know this would be her future Bolden business partner (and sister-in-law!).
The pair were fast friends, but life took them in different directions.
At age 16, Ndidi moved to the United States for college in New York where she earned a Bachelor of Science Degree in Economics with a second major in Business Management at Stony Brook University. She worked in finance and technology for a few years before moving to Washington DC to work for the Bureau of Economics as an economist.
Four years later, Ndidi was on to Boston to pursue an MBA from the MIT Sloan School of Management. She recalls, “Following my MBA, I spent some time working in management consulting at The Boston Consulting Group. My final stint in the corporate realm was at Baxter Healthcare Corporation, where I managed marketing analytics for their hemophilia franchise.”
In 2003 while attending her cousin’s wedding in NYC, she ran into a familiar face.
“Chinelo’s cousin was my classmate from high school and I never knew they were related,” Ndidi reveals. “Come to find out at the wedding that she was dating my boyfriend’s brother!”
After reconnecting in New York City and eventually marrying brothers (yes, that happened!), Ndidi and Chinelo spent lots of time together.
“We spent a lot of time discussing our passion to create a brand with sustainable value for Black women,” Ndidi shares. “We both strongly believe that caring for the skin is an essential, accessible, and easily achievable form of self-love.”
In their own lives, they noticed a lack of products available that truly honored the needs of Black women and women of color. A bad shopping experience while vacationing in Key West, Florida was when they had their “aha” moment.
Ndidi recalls, “We had stopped by a pharmacy to pick up sunscreen since we were spending a lot of time walking around the island under the hot sun. Of the few tubes we bought, we couldn’t find one that didn’t leave us looking like Casper!”
From that moment on, for Ndidi and Chinelo, it was clear existing brands were not creating products for Black women like them. Unfortunately, this is an infuriating re-occurrence for women of color.
These frustrations ultimately led to the birth of their company, Bolden.
We wanted to create a brand that embraced women who shared our skin tones, with a product range, images, and messaging that truly celebrated our beautiful richly pigmented skin.
Ndidi Obidoa (Bolden Co-Founder)
Since 2012, the friends in business have built a thriving company with a strong brand presence that unapologetically caters to Black women and women of color.
Bolden’s imagery also often reflects the idea of friendship and sisterhood. A quick scroll through their website or Instagram and you will see joyful photos of young women of color smiling, embracing, and loving themselves (and each other) for all of their beauty and uniqueness.
Ultimately, At its core, Bolden’s origin story is one of friendship.
The company, while born from a place of lack in the industry, is fortified through the abundant strength of love and sisterhood by Ndidi and Chinelo. They are on a continuous journey to create positive change in the skincare world. Together, they can truly accomplish anything.
I cherish Chinelo as a friend and admire her dedication to building this brand together. If given the chance, I would happily embark on this journey with her all over again.
Ndidi Obidoa (Bolden Co-Founder)
Below, Ndidi Obidoa shares her journey into skincare along with her favorite Bolden products and helpful skincare tips for Brides-to-be.
Which Bolden product(s) will you be trying out? Let us know in the comments!
- Brand: Bolden
- Founders: Ndidi Obidoa & Chinelo Chidozie
- Blog Series: Behind The Brand
Have you always been passionate about skincare and cosmetics?
From a young age, I was fascinated by the power of beauty products to enhance one’s appearance, igniting a passion that has grown and evolved as I got older.
I vividly remember watching my mom gracefully remove her makeup and meticulously care for her skin after a long day at work. She was a banker and had to wear makeup to work every day. I would sniff, try out lotions, and run my fingers over the various bottles and jars on her dressing table. The scents, textures, and elegant packaging fascinated me, prompting countless questions about their purpose and effectiveness.
This curiosity remained a constant companion during high school and college. During my time working at a local mall while in college, I found myself irresistibly drawn to department store cosmetic counters, eagerly testing out various products and collecting every sample I could get my hands on.
Through these experiences, my passion for skincare blossomed into a deep appreciation for its ability to empower and boost self-esteem.
Growing up, what was your first experience navigating skincare? Did you have any insecurities about your skin?
Luckily, I had minimal skin concerns during my teenage years but my early twenties were a different reality. The stresses of college led me to pick at my face as a way to find relief, but this resulted in severe dark spots. At the time, I tried various treatments for hyperpigmentation, but they proved to be too harsh and actually created additional problems and scarring.
I found myself reaching for makeup every single day before leaving the house. I was unhappy with the appearance of my natural skin due to the dark spots, and so I became increasingly dependent on makeup to feel confident.
Fortunately, I was able to find a wonderful dermatologist who helped address my severe hyperpigmentation and improve the overall condition of my skin. I also learned to break the terrible habit of picking at my skin. Additionally, it was during this period of upgrading my skincare routine, that I realized the importance of wearing sunscreen to prevent further hyperpigmentation issues.
This experience was a valuable lesson about proper care and protection and also revealed just how much having clear skin is important for self-esteem.
Is it difficult being “friends in business”? How do you and Chinelo navigate conflict?
Working with Chinelo has been a true blessing. We’ve not only become great friends but also ideal partners. Our personalities complement each other perfectly. When we encounter disagreements, we leave our egos at the door and focus on presenting the strongest argument to sway each other’s opinions. This approach has enabled us to stay united in our mission and values, keeping the brand at the forefront of our minds.
What makes Bolden products stand out amidst the ever-growing skincare and beauty industry?
Our name is from the word “embolden”, and we exist to embolden black women to embrace the beauty of our skin. This is our big differentiator—the consumer we are focused on serving. Richly pigmented skin like ours requires unique ingredients and science-backed formulations that address issues such as hyperpigmentation, uneven skin tone, and dryness. By offering targeted solutions, our products help foster a sense of empowerment and self-confidence in our users. Our customers feel seen by us and are happier to be seen by others in skin that feels beautiful. They know every product we make starts with them in mind.
What are your top 5 Bolden products that you’ve released so far?
Our Clear Skin Kit is by far our bestseller– and it offers our Bolden Beauties, a simple, effective routine with 4 products: a gentle cleanser, a brightening toner, our award-winning sunscreen, and the powerful exfoliating nighttime serum. It is also perfect for brides prepping for their big day.
Additionally, we have the Glow Hydrating Mask for a spa-like experience, and the new and increasingly popular F-Hydra Moisturizer, lightweight yet intensely hydrating. For dry and sensitive skin, our Hydrating Cleanser is a game-changer.
Lastly is our AWAKE Under Eye Patch, which is very effective at reducing puffiness and improving dark circles.
Why are melanin-friendly skin care products important to you and how can the beauty industry do a better job of creating more inclusive skincare products?
It has been a fulfilling journey to develop and curate our range of skincare products to cater to women who look like us. The joy of witnessing our customers achieve healthy, glowing skin and the boost in their self-confidence is what drives us to continuously innovate and improve our formulations.
At the time we launched, there were very few brands doing what we do. Our numbers are growing, and we are excited to see the industry becoming more representative of its diverse, multicultural customer base. Ultimately the customer wins because she has more product options and a wider selection.
By continuously expanding the range of skin care products to encompass the needs of richly pigmented skin, and by showcasing a diverse range of models and influencers, we reinforce the message that everyone’s unique skin deserves equal attention and care.
Do you have any skincare tips for brides-to-be leading up to their big day?
Absolutely! I remember being a bride and having an irrational fear that my face would break out the week leading to the wedding.
I have 5 simple tips for our brides-to-be:
1. Start Early: Begin your clear skin routine well in advance, at least 3-6 months before your wedding day, to allow time for noticeable improvements. This is the time to consult with a reputable dermatologist or esthetician for recommendations suited to your specific skin concerns.
2. Cleanse and Exfoliate: Cleanse your face twice a day, remembering to wash for up to 60 seconds, and exfoliate 2-3 times a week to remove dead cells and reveal brighter skin.
3. Hydrate! Hydrate! Hydrate: Drink plenty of water to keep your skin hydrated from within, and use a hydrating moisturizer every day.
4. Sunscreen: We use this as a verb now! Wear SPF daily to shield your skin from harmful UV rays. This will also prevent dark spots and premature aging.
5. Consistency: stick to a consistent routine using gentle and effective products. Avoid introducing new, potentially irritating products too close to your wedding day. Healthy and glowing skin requires time and consistency, so don’t expect immediate miracles. Stay committed to your skincare routine, and you’ll look radiant on your special day!
Do you have any exciting Bolden updates, announcements, or upcoming events we can support you in?
We’ve been busy at Bolden! We are thrilled to have successfully launched in ~ 1000 Walmart stores last year. Since then, we have expanded our presence even further and are now available in about 1,500 stores. This partnership has been an incredible milestone for us.
We are actively working on expanding our range of product offerings and offering more education to create more awareness in the sunscreen space. We understand the importance of addressing the concerns of hyperpigmentation and anti-aging, and our team is committed to developing innovative solutions in these areas too.
But that’s not all! We’re also exploring new retail and international partnerships that will get us in front of more of the valued customers we serve.
We would sincerely appreciate your support in these exciting ventures and look forward to sharing more updates and events soon.
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